DECLARATION I hereby declared that the project entitled “Measures to increase customer footfall in Patia Big Bazaar” submitted is in partial fulfillment of the Requirement for the Degree of Post Graduate Program in Retail Management To Asian School Of Business Management, is my own work and is not submitted to any other institute or published anywhere else before and it is not award for any other degree, diploma, or any other similar title or prize Place: Raghunath Pattanaik Date Reg. No-RM/o6/034 1
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DECLARATION
I hereby declared that the project entitled
“Measures to increase customer footfall in Patia
Big Bazaar”
submitted is in partial fulfillment of the
Requirement for the
Degree of
Post Graduate Program in Retail
Management
To Asian School Of Business Management, is my own
work and
is not submitted to any other institute or published
anywhere else before
and
it is not award for any other degree, diploma, or any
other similar title or prize
Place: Raghunath
Pattanaik
Date Reg. No-
RM/o6/034
1
MENTOR CERTIFICATE
The project report of
Raghunath Pattanaik
“Measures to increase customer footfall in Patia
Big Bazaar”
is approved and is acceptable in Quality and form
by..
Internal Examiner: Internal
Examiner:
Name: Name:
Qualification:
Qualification:
Designation:
Designation
2
ACKNOWLEDGEMENT
I sincerely thank ful to Mr.Biswajit Pattanaik, Director of
Asian School of Business Management and Dean Mr. Kalyna
Shankar Ray, who had given opportunity to carry out the
Project work.
I am very much thankful to the Store manager
Mr.Jayanarayan Pujapanda of Big Bazaar (Patia), who has
kindly permited me to undertake the project work in this
TL Mr.Mohd.faruq and sales person like Mr.Manas,Mr
Debendra,Mr.Trilochan, Mr. Prasanta; who had helped a lot
in completing this project work. I also take pleasure to
express my heart full gratitude to my project guide
Mr.Jayanarayan Pujapanda once again, who encourage me
all the time without which this project couldn’t be
completed.
I would like to thankful to my internal faculty mentor Mr.
for his support guidance and encouragement throughout my
3
study.
I also like to thankful to my family member for their moral
and financial support in time, which helps me, lot in
completing the project successfully.
I am grateful all my friends who helped me directly and/or
indirectly in preparation of this project report and
successful completion of this project.
I am also grateful to God who made me mentally strong by
His/Her blessing in this endeavor of mine.
Raghunath Pattanaik
CONTENTS
EXECUTIVE SUMMERY Page
No.
Introduction
Aims and Objectives
Methodology
Analysis
Conclusion
Recommendation
-CHAPTER 1
ORGANIZATIONAL OVERVIEW
Introduction
History of the organization
Special feature
Competitor details
4
-CHAPTER 2
project overview
Introduction
Aims and Objectives
Methodology
Analysis
Conclusion
Recommendation
-CHAPTER 3
Appendix
Bibliography
References
EXECUTIVE SUMMERY
Introduction
Aims and objectives
Methodology
Analysis
5
Conclusion
Recommendation
-INTRODUCTION:
Pedestrian Counting, also known as footfall, is a
measurement of the number of people entering a shop or
other public space, serving as a key indicator of popularity.
Pedestrian Flow Monitoring is of significance to a shop,
shopping mall or city centre as it indicates the number of
customers, or potential customers, available. Pedestrian
Traffic Counting over time can provide an indication of
customer behaviour patterns: ie which promotions are
effective in generating sales. These patterns, or trends, can
empower businesses to better target their marketing efforts
and therefore move towards maximising their sales
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potential. By 'understanding' customer behaviour, profits
can be increased greatly. Customer counting provides the
basis for this understanding.
Footfall provides complete store performance information
based on customer movement, using innovative products
and solutions to empower staff at all levels to drive store
profitability. Footfall is a world leader in providing retail
business information and has an international team of
auditors, analysts, account managers and consultants
managing your information and helping introduce
sustainable changes, which deliver significant increases in
sales. Success in business requires customer research as
well as intuitive judgment.
-There are 3 keys to business success:
1. Know your customers - Demographics
2. Know why your customers buy - Psychographics
3. Know your competitors
-Demographics
7
help business owners define their target customers. If you
knew that most of your customers lived in a defined area of
your community you would know where your business
should be located and where to spend your advertising
dollars. If you knew they were 30-40 years of age you
wouldn't bother hiring Britney Spears to endorse your
business. Of course, if you knew that your customers where
in a low or high-income bracket you would adjust your
products, services, and prices accordingly. It is essential to
survey your customers and prospects.
-Psychographics
helps us understand our customer's buying patterns.It is
critical to understand your customers' emotional
attachment to your product or business. When your
customer sees a candle, it's not the wax or the wick they see
it is what the candle personally represents to them. It's the
feeling they get when they picture this formation of wax and
string in their lives. The candle could represent relaxation,
romance, fulfillment, comfort etc.
If purchasing decisions are emotional and not logical why
do
Customers buy from you and not your competitors? Is the
relationship a customer has with a store emotional as well?
8
I can tell
You that it is and you know it is. Think about your favorite
store and why it is your favorite store. Why do you choose
that store over the rest? Logically it is the location, trust,
quality, values, beliefs, service, brand image, the store
projects. Ultimately the logical reasons inculcate an
emotional feeling about that store. You feel good about
doing business in that store.
What are you doing to engage customers and change their
feelings regarding your store?
What does the salesperson say to a customer walking into
their retail store
"May I help you"?
"No thanks, just looking."(The usual response)
Now why do you suppose the salesperson asks that question
when he knows what the customer will say?
If you could increase sales by 10% by asking something
other than "May I help you" would you do it?
What if you asked if they had ever been in your store
before? If the answer was positive you could ask them to
participate in your loyalty program. If not you could offer
them a free gift upon making their first purchase.
By trying different ways to engage your client and tracking
the results
you can improve your clients experience as well as your
bottom line. The act of trying, testing, and tracking new
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ideas introduces innovation into your sales process and your
business.
New ideas don't have to come from you or your customers
they can also come from your -competitors. You can
emulate the success of your competitors by following their
lead. Big chain stores spend many thousands of dollars
figuring out what customers want and why they buy. Go out
and shop your competition and other retail stores. When out
shopping focus on what is good about what they do and
think about how you could implement it in your store.
How are their products displayed and in what space?
What colors and shapes do they use? What is the overall
feeling?
Ask for help to find something and see how they respond.
Ask questions about products and sales and buy something
to test their sales processes. You may also try to return
what you bought to test their return process.
There is one caveat in copying what the other guy is doing.
Sometimes what they do doesn't work and you will have just
copied their failure.
If you are continually focused on what your CUSTOMER
wants you will succeed over time. If you focus on what YOU
want you are putting yourself at risk for failure. Don’t be
afraid to ask your customers what they want and what they
10
need and don't be afraid to try something different. And
most importantly track the results and prove that what you
are doing is working.
-AIMS AND OBJECTIVES:
The objectives include increasing store traffic by
encouraging new shoppers as well as existing shoppers to
visit the store, increasing the Share-of-wallet for all
shoppers.
Objectives set out what the business is trying to achieve.
Objectives can be set at two levels
Corporate level
Functional level
Both corporate and functional objectives need to conform to
the commonly used SMART criteria.
The SMART criteria are signified below:
Specific
Measurable
Achievable
11
Relevant
Time bound
-METHODOLOGY:
-Study Topic
A survey on “Measures to increase customer footfall” of
Patia Big Bazaar by understanding the role and impact and
the steps involved in developing a retail footfall measures
programme.
-Setting Location:
Western Orissa of its capital city; being well known as
temple city Bhubaneswar, where pantaloon Retail (I)
Limited has hypermarket discount store format under the
“Big Bazaar” brand standing in the very outskirt of the
capital city i.e. 12 Km faraway from the heart of the city,
land marking as KIIT square, patia, the well known
engineering college “Kalinga instititute of Engineering and
Technology” as “KIIT” college.
-Advantages of location:
12
12 lakhs of population in the twin cities of Bhubaneswar & cuttack.
11kms from Airport, 9 kms from railway station, and 7 kms from Bus stand.
Catering to the IT, educational and industrial zone. Close to IT HUB of Orissa Which Caters to Infosys,
Satyam, Wipro, TCS, Braintree and many others. 9 Engineering Colleges & deemed university nearby. Proximity to twin cities (Bhubaneswar & Cuttack) Facing the Nandankanan road of 200' wide on east and
100' wide road to Silicon on south. Market complex around 6 k m. to cater day-to-day
requirement for 2.5 lakh resident as well. Only market complex available within the radius of 6 km.
-Duration of the study – 8 weeks.-Sample/Respondents unit: – Customers.-Sample size/ No. of Respondents: – 100 Customers-Sampling Technique: – Simple Random Sampling
-Data Collection procedure:
Systematic collection of information directly from customers
and from the staff members about the products and their
knowledge, preferences and satisfaction.
Data collection Instrument/ Tool –
Prepared a questionnaire and were asked and extracted
information directly and actively from the customers
concerning about their behavior, level of knowledge,
attitude, and perception towards company goods and
13
services provided. It consists of questions of questions
presented to customers to get the answers. Data’s are also
collected directly from the prime sources and some of the
information were collected from the internet , company
Manual book and annual report of the company, which is a
secondary one.
-ANALYSIS:-
Analysis is the important part of the study made on the
particular topic to find out the result. The data can be
collected by different methods, by daily visiting the store
and have an interaction with the customers and the staff
members. To find out the measures to increase the
customer footfall and what are the strategic plans were
made for the increasing of the customer footfall. To
identifying and overcoming objections during the planning
process. Analysis will be based upon some questionnaires
14
and they are being selected randomly.
RECOMMENDATION
15
CHAPTER 1
16
COMPANY PROFILE
17
Introduction
History of the organization
Special feature
Competitor details
Introduction
About
18
The
Organization
Organization Profile
-About Pantaloon Retail (I) Ltd:-
Pantaloon Retail (I) Ltd. (PRIL) was incorporated on 12,
1987 as Manz wear private Limited under the Stewardship
of Mr.Kishore Biyani. The company was converted into a
public limited company on September 20, 1991 and on
September 25, 1992 the name was changed to Pantaloon
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fashion (India) Limited and the same time it went public and
today it has approximately 14000 shareholders, it latter
changed its name to Pantaloon Retail (I) Limited on 7th July
1999.
Pantaloon Retail (India) Ltd. The Company's principal
activity is to operate chain retails stores in names of Big
Bazaar, Food Bazaar, Central and Pantaloons. The Big
Bazaar is the discount store which offers a wide range of
products under one roof. The products include apparels and
non-apparels such as utensils, sports goods, and footwear.
The Company also has its presence into gold retailing by
launching Gold Bazaar. The Company's Food Bazaar
provides a range of food and grocery products ranging from
fresh fruits and vegetables, staples, FMCG products and
ready-to-cook products. The Central offers a chain of stores
including books and music stores, global brands in fashion,
sports and lifestyle accessories, grocery store and
restaurants. The Pantaloon retail stores focus largely
apparels and accessories.
Pantaloon Retail (India) Limited, is India’s leading retailer
that operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates
over 5 million square feet of retail space, has over 450
stores across 40 cities in India, and employs over 18,000
20
people.
The company’s leading formats include Pantaloons, a chain
of fashion outlets, Big Bazaar, a uniquely Indian
hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaar with
aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls.
Some of its other formats include, Depot, Shoe Factory,
Brand Factory, Blue Sky, Fashion Station, aLL, Top 10,
mBazaar and Star and Sitara. The company also operates an
online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India)
Limited, operates Home Town, a large-format home
solutions store, Collection i, selling home furniture products
and E-Zone focused on catering to the consumer electronics
segment.
Future Group is India’s leading business group that caters
to the entire Indian consumption space. Led by Mr. Kishore
Biyani, the Future Group operates through six verticals:
Retail, Capital, Brands, Space, Media, and Logistics.
Apart from Pantaloon Retail, the group’s presence in the
retail space is complemented by group companies, Indus
League Clothing, which owns leading apparel brands like
Indigo Nation, Scullers and Urban Yoga, and Galaxy
Entertainment Limited that operates Bowling Co, Sports
Bar, F123 and Brew Bar.
21
The group’s joint venture partners include French retailer
Ticket Booking, Bill Payments and other miscellaneous
services. In addition, Central houses Central Square, a
dedicated space for product launches, impromptu events,
daring displays, exciting shows, and art exhibitions. Central
is an integral part of the city and in the long run a City
should become part of CENTRAL!
In a short span of its existence Central has revolutionized
and redefined the shopping experience in India. At Central,
customers no longer only shop, they get SHOP-ATAINED!
We invite you to experience this irresistible retail
destination at Bangalore, Hyderabad and Pune cities.
37
HISTORY
OF THE
38
ORGANISATION
History of the Organization
-BIG BAZAAR:
Big Bazaar is not just another hypermarket. It caters to
every need of your family. Where Big Bazaar scores over
other stores is its value for money proposition for the Indian
customers.
At Big Bazaar, you will definitely get the best products at
the best prices -- that’s what we guarantee. With the ever
increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including
home furnishings, utensils, crockery, cutlery, sports goods
and much more at prices that will surprise you. And this is
just the beginning. Big Bazaar plans to add much more to
complete your shopping experience.
Big Bazaar, widely known for its unbelievable pricing and
unmatched offers throughout the year, is India’s pioneer
hypermarket store with a chain of 61 outlets and 92 Food
Bazaars’ across the country.
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Different House of Big Bazaar
Big Bazaar is divided into different houses they are:-
1. Lavender House: Food Bazaar
2. Silver House: Utensils, Plastics, crockery
3. Gold House: Ladies apparel, Fashion Jewelry
4. White House: Kids Ware, Boys ware, Girls ware, Toys
5. Brown House: Foot ware, Luggage, Sun glasses and
Watches, m Bazaar
6. Red House : Furniture Bazaar, Depot, Gifts, Electronics
Bazaar
7. Blue House: Gents Appeals and Accessories
SPECIAL FEATUR
OF
PANTALLOON’S
BIG BAZAAR
40
SPECIAL FEATURE OF PANTALOONS
Corporate mission
“We share the vision and belief that by improving our
performance through innovative sprit and dedication,
we shall serve our customers and stakeholders
satisfactorily”.
PRIL believes that unconventional and innovative thinking
will be key ingredients to attain leadership in the emerging
retail sector where the rules of the games are still evolving.
Where as serving the customers satisfactorily is the core
focus, the company also believes in adequately rewarding
its share holders through concentrated efforts on reducing
cost and improving profitability. To implement the
corporate mission, PRIL has penned a well thought of
corporate strategy and policy which will ensure rapid
growth in the coming years. This strategy can be best
described in the following words
41
-Company Vision:
Pantalonn has been a pioneer in introducing a concept of
mega retail stores in India called “Pantaloons” for the entire
family. In an extremely price-sensitive market like India, the
Pantaloon chain of stores has been successful in
maintaining the equilibrium between quality and price.
-Products that offers real value for money:
Through its chain of Pantaloon stores, the company has
brought to the Indian masses an ambience conductive for
shopping, and offers customers tremendous convenience to
shop. In addition, the super store also offers a varieties
range of brands, which encompoass every aspect of modern
dressing in India.
-Cater to the entire household:To complete the idea of a
family store, besides garments, pantaloons also retail
household items, home furnishings, books, infants
necessities, toys, music, fashion accessories, etc.
Customer assistance par excellence
With Pantaloons, the company believes in providing
assistance par excellence to its customers, despite the store
being self-service store. The company aims to deliver value
to the customers through various unique avenues.
-No question asked exchange policy:
42
Another highlight of the Pantaloons service is “No question
asked” exchange policy, which allows customers to
exchange products within 7-15 days of buying them, without
giving any reasons.
Building long term relationship
To further enhance and build long-term-relationships with
its customers, pantaloon offers membership of the
“privilege club” to its select customers.
As Pantaloon moves into the era of multi –brand and multi-
product retailing, it is time for its privilege program to
mature. In our constant effort to offer our customers the
best service, we are migrating to a new privilege card- the
“GREEN CARD”
Rewrite Rules - Retain Values – The sprit of the
Organization
Passion for retail is why we are here, empowerment is what
you acquire and, freedom at work is what you get.
Unleashing this are our most valuable asset PEOPLE. Young
in spirit, adventurous in action with an average age of 27
years, our qualified professional work in an environment
where “change” is the buzzword. In a world where
creating difference to a shoppers life is passion,
performance becomes the key that transforms the
workplace. An issue today is a solution tomorrow; “out of
the box” thinking has become a way of life in this
43
organization and living with uncertainty a habit. Having the
zeal of leading of leading from the front, enter a world
where we promise you good days and bad days but never a
dull moment. Our imprints are displayed for everyone to
see, because we are too transparent like a glass.
-Customer Interaction:
Our business largely encourages a self-service culture
among our customers. Everything is well communicated and
displayed in the store, and this helps the customers to shop
on their own. However, customers would still like to get
help when they need from somebody who is courteous,
helpful, & effective.
Every customer interaction is an opportunity for us to
contribute to the customer’s satisfaction. The customer
maybe looking for something specific, or have a question
about our products, our store or our policies. Or the
customer may just be looking around. Sometimes a
customer could have dissatisfaction against our system,
have experienced some incident where we went wrong, or
have a suggestion for us to improve.
At all these times, eeffective and courteous interactions
with all our customers go a long way in ensuring the
success of our store. An effective customer interaction is
about communication and problem solving. If we are able to
44
provide a solution to them, we win a loyal customer for life.
The following procedures have been put together to enable
effective & courteous customer interactions between staff
from our various sections and customers walking into our
stores.
“Future” – the word that signifies optimism, growth,
achievement, strength, beauty, rewards and perfection.
Future encourages us to explore areas yet unexplored, write
rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our
strength, our ability to learn, unlearn and re-learn, our
ability to evolve.
About Future group
We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.
Our customers will not just get what they need, but also get them where, how and when they need.
We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it.
We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.
45
It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.
Rewrite Rules. Retain Values.
Group Vision
Future Group shall deliver Everything, Everywhere, Every
time for Every Indian Consumer in the most profitable
manner.
Group Mission
We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
Core Values
Indian ness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
46
Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas,
knowledge and information. Valuing and Nurturing Relationships: to build long-
term relationships. Simplicity & Positively: Simplicity and positively in our
thought, business and action. Adaptability: to be flexible and adaptable, to meet
challenges. Flow: to respect and understand the universal laws of
nature.
-According to Future group:
• A dissatisfied customer will tell 10 more people,
approximately 13% of those will tell up to 20 more people
• Most customers that complain (54-70%) will do
business with us again if we resolve their problems
• Happy customers with complaints resolved will
communicate it further to 3 to 5 people
•
-Impact of customer service on the success of our
store:
• It attracts new customers and retains existing ones
“If at our store we follow & maintain the Customer
Interaction Standards then nothing can stop us from
becoming a Successful Store”
-Blending strategy:
To targeting higher share in customer shopping basket the
company has adopted blending strategies. By entering into
multiple formats- departmental stores and hypermarket, e-
tailing, etc.
“Family Focus rather than individual focus”
PRIL strategy is to target family as its customer rather than
individual. With Indian audience having social ethics and
culture deeply rooted in them addressing the family pulls
more customers into the store.
-Retain values:
The company has ambitious growth plan, it want to retain
its values. The company believes in the following value and
these will be the foundation on which any strategy of
growth will be capitalized.
-Indian-Ness:
The core value of company is INDIAN-NESS. We believe in
48
ourselves. The company is developing Indian model of
retailing being India is unique country and the Indian
customers have unique culture and value systems that’s
why company is targeting family as customer rather than
individual, offers products of Indian taste, combination of
own category and shop-in-shop category to offer to
customer and having mix of big retailer partnering with
small retailer.
-Dedication:
The company is dedicated to customer satisfaction that why
it has no question asked exchange policy, offering product
which customer need or demand, follows inverse pyramid
structure of organization where board of director is at the
bottom and customer service executive is on the top.
-Leadership:
The company wants to be a leader and not a follower. The
company has taken initiatives and taken leadership position
in retailing by launching multiple formats of retailing and
targeting all segments of society.
-Respect:
49
The company has respect for every individual whomsoever
it may be that’s why even employees been considered as
internal customer, suppliers/vendors are being treated as
partners in progress and company believes in relationship
to deliver value to customers rather business transactions/
deals
Major mile stone
Company Incorporated 1987-88
The pantaloon Trouser – India’s first formal
trousers brand launched
1987-88
BARE- Indian Jean brand launched 1989-90
John Miller – Shirt inspired by America –
Formal shirt in popular segment launched
1993-94
Distribution of branded garments through
multi- brand retail outlets across nation and
1993-94
50
exports of garments
The Pantaloon Shoppe – exclusive Men’s wear
store in franchisee format launched across
nation
1993-94
Pantaloon – India’s family store launched 1997-98
BIG BAZAAR – is se sasta aura cha aura cha
kahi nahin-I Indian hyper market launched
2001—02
Food bazaar- whole sale prices- chain of large
super markets with a difference
2001-02
Gold bazaar- sone pe suhaga. Sudh bhi, saste
bhi
2003
Central mall 2004
Awards & Reorganization
2007
=>> National Retail Federation Awards
International Retailer for the Year 2007 – Pantaloon Retail (India) Ltd
=>> World Retail Congress AwardsEmerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd
=>> Hewitt Best Employers 2007Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd
=>> PC World Indian Website AwardsBest Indian Website In The Shopping Category - Futurebazaar.com.
51
=>> Reader’s Digest Trusted Brands Platinum AwardsTrusted Brands Platinum Award (Supermarket Category) – Big Bazaar
2006
=>> Retail Asia Pacific Top 500 Awards
Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) LtdBest Retailer in India – Pantaloon Retail (India) Ltd
=>> Asiamoney AwardsBest Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd. .
=>> Ernst & Young Entrepreneur of the Year AwardErnst & Young Entrepreneur of the Year (Services) – Kishore Biyani
=>> CNBC Indian Business Leaders AwardsThe First Generation Entrepreneur of the Year – Kishore Biyani
=>>Lakshmipat Singhania – IIM Lucknow National Leadership AwardsYoung Business Leader – Kishore Biyani
=>> Images Retail Awards Best Value Retail Store – Big BazaarBest Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Retail Face of the Year – Kishore Biyani
=>> Readers’ Digest Awards Platinum Trusted Brand Award - Big Bazaar
52
=>> CNBC Awaaz Consumer AwardsMost Preferred Large Food & Grocery Supermarket – Big Bazaar
=>> Reid & Taylor Awards for Retail ExcellenceRetail Entrepreneur of the Year – Kishore Biyani
Know the function – Departments
>>
Category management
>> Design departments
>> Production and merchandising
>> Information Technology
>> Supply chain Management
>> Operation
>> Finance and Accounts
>> Human Resources management
>> Marketing Management
>> Visual Merchandising
-Category management:
For the last number of years the industry’s big problem was
an absence of accountability among its members. In 2000 –
01. Pantaloons took the industry lead by instituting an
53
effective category management structure where, in
exchange for seamless product and information flow,
managers provide accountability. An international best
practice, this tried and tested method of work flow has
brought to the front of some of the well known in-house
brands such as “BARE”, “JOHN MILLER” “ANNABELLE”
while introducing license brands .
-Design departments:
Setting the mood to shop by being the trend setters. With
70% of our products being in – house, this team consisting
of qualified designers put their effort to design the store
layout as well as allocation of space where merchandise to
be kept and the display board implied as the silent sellers
have decided by the team.
-Production and merchandising:-“Breathing Life into
the design”
Helping translate the concepts of the designers into a
workable prototype at marketplace becomes the core area
of operation for this operation for this function. What with
aback up of a manufacturing set- up which itself prides in
holding the state- of- the- art machinery ever willing to
accommodate more and receding deadlines, this
merchandising intermediary between the production and
54
the category the onus of sourcing the right fabric to meet
the specifications and most importantly delivering on time.
-Information technology:-“Writing the Organization”
working on a software which only most of the development
oriented companies work on” progress” and networking the
organization spread across 15 cities is no mean
achievement for a team which believes on being self reliant.
Every day throws a new challenge to the wired team not
only to work on development projects in anticipation of the
organizational requirements but also customizing itself to
the pace of the ever changing schemes of the products and
meeting up to demands of the customers both internal and
external. It Is SAP today.
-Supply chain management:-“on time delivery
everywhere”
This department has brought the flow and distribution
system of Big Bazaar & Food Bazaar quite a challenge
considering the fact that products at Big Bazaar are also
brought locally and bringing all the vendors under one
umbrella, not to forget the consistency of quality standard,
warehousing ensuring products reach the destination on
time with all the administrative department taken care of.
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-Operation:
The lifeblood of the system and the front face of the
organization. The success of the entire co-ordination
between design, merchandizing, category and supply chain
depends on the sale personnel who holds the key to success
of the organization by not only the manner in which he/she
presents himself/herself. These personnel are the real
owners of the company with each one protecting
merchandise and assets worth a considerable sum.
-Finance and Accounts:-“Corporate Planning”
Vision 2007 the list runs endless, in a
centrally based system, which requires updating revenues
generated across the country, raise funds for any new
projects and to track the movement of any any financial
instrument oracle Financials is our immediate stop.
-Human resource and training:
The department, which facilitates the most valuable asset in
the HR intensive organization. With the vision of wanting to
become one of the preferred Employers driving us.
Integrating people to 5 different positions one has become
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one of the key challenges for the department and focusing
on ensuring a performance driven work environment exists
is what has been the driver. Combine this with adopting the
best practice in recruitment, training, compensation, and
bringing about an environment where every one is
empowered and each one is a member of an ever growing
and happy family of Pantaloons,
-Marketing:
Marketing department is the custodian of the customer in
the organization. Marketing is expected to understand the
customer behavior, needs, and expectation. This is critical
to the organization success, as we manage different formats
of retail in a country where the customer preferences
change every hundred kilometers. On the basis of the
customer understanding, the department designs
appropriate advertising, communication, and promotional
programs, these are intended to increase footfalls, increase
conversion and impact the ticket sizes of the customers,
essentially, marketing has a very strong role in influencing
the business. Besides these marketing also manages
customer loyalty program for pantaloons and Big Bazaar.
The department also has a revenue generation
responsibility through sales of gift voucher.
-Visual Merchandising:-“Silent Selling”
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With different formats of stores existent, and realizing the
impact of this on the customers, the visual merchandising
team responds by projecting the best possible selection,
1991: Shoppers' Stop launches at AndheriSetting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers’ Stop is a member of the K. Raheja Corp. of Companies. Shoppers’ Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in the construction business for over 48 years.
With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers’ Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience.
India – 2000 & Beyond… Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers’ Stop is today recognized as India’s premier shopping destination. With a customer entry of about 50,000
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customers a day, a national presence with over 6, 00,000 square feet of retail space and stocking over 250 brands of garments and accessories, Shoppers’ Stop has clearly become a one stop shop for all customers.
Customer ProfileShoppers’ Stop’s core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic clothes in the international environment they are accustomed to.
Range of merchandise…
The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Color Plus, Arrow, Levi’s, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers’ Stop caters to every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life , Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers’ Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill. Their motto: “We are responsible for the goods we sell”.
Customer Rewards – The First Citizen
Shoppers’ Stop’s customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of innumerable special benefits. Currently, Shoppers’ Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the total sales of Shoppers’ Stop.
International Affiliations
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Shoppers’ Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.
Acquisitions
The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore, “Crossword”, which offers the widest range of books along with CD-ROM, music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes. Crossword currently has 18 Stores.
The IT Backbone
Realizing the role of IT way back in 1991, Shoppers’ Stop was among the first few retailers to use scanners and barcodes and completely computerize its operations. Today it is one of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world. With the help of the ERP, they are able to replicate stores, open new stores faster, and get information about merchandise and customers online, which reduces the turnaround time in taking quick decision.
Supply Chain Management
Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors,
61
has led Shoppers’ Stop to streamline its supply chain. The company has developed process manuals for each part of the logistics chain. These modules include vendor management, purchase order management, stock receiving systems, purchase verification and inventory build up, generation and fixing of price and store tags, despatch of stocks to the retail floor and forwarding of bills for payment.
Future PlansShoppers’ Stop aims to position itself as a global retailer. The company intends to bring the world’s best retail technology, retail practices, and sales to India. Currently, they are adding 4 to 5 new stores every year.
spenser’s Hypermarket
Spencer’s retail is the largest supermarket chain in India. Spencer's retail offers the complete gamut of products & durables ranging from bread to bed covers; from toothpaste to television. Spencer’s today is operating across 80 stores spread across 20 cities in the country with a retail trading area of more than half a million square feet, and rapidly growing. It’s the shopping choice of more than 2.6 million people from across the country, which walk in every month in to our stores.
Location: Chennai, Hyderabad, Vizag, Bangalore, Mumbai, Aurangabad, Pune, Ghaziabad, Faridabad, Delhi, Cochin, Trivandrum and many more to come by this financial year.
Music World is the logical outcome of RPG’s long standing association with music. Bringing the power of retailing to the music industry with over 170 outlets spread over 21 cities and still growing.
These retail operations are spearheaded by Spencer’s, one of India’s oldest and trusted companies.
Spencer’s Travel Services Limited is the largest corporate General Sales Agent (GSA) in India servicing world
renowned global airlines like KLM, NW, Cathay Pacific and Sri Lankan Airlines. To meet the growing requirement of trained professionals in the retail industry, RPG Enterprises has also set up a training institute for Front Line Staff and Store Managers called the RPG Institute of Retail Management (RIRM).
CHAPTER 2
PROJECT OVERVIEW
INTRODUCTION
AIMS AND OBJECTIVES
METHODOLOGY
ANALYSIS
CONCLUSION
RECOMMENDATION
63
PROJECT OVERVIEW
64
Project overview
Introduction
Retailing – Worlds largest private industry
Sales exceeding US$7.2 trillion
47 of the global Fortune companies and 25 of
Asia’s Top 200 companies happen to be retailers
Top 30 retailers account for 19% of the global
retail sales
Internationally Retail is a mature sector and
organised players account for more than three-
fourths of the total retail trade. Large retailers
such as Walmart of US, Carrefour of France,
Tesco of UK and others now dominate the global
65
retail market
India – Retail Opportunity
Demographics
Population : 1105 mn
Population Growth : 1.6%
Median Age : 24.3 years
Urban Population : 29%
GDP Per capita (approx) : US$ 700
The spending pattern of the the emerging middle
class is
Category (2004) % Of
Total
Food, Beverage and
Tobacco
43%
Clothing and Footwear 5%
Gross Rent, Fuel and
Power
12%
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Furniture, Fixture and
Appliances
4%
Medical and Healthcare
Services
8%
Transport and
Communication
15%
Recreation, Education
and Cultural
3%
Miscellaneous 10%
Retail in India is still at a very nascent stage with
an estimated market size of approximately US$
222 Bn
The organised retail market currently stands at
US$ 7.7Bn a mere 3.5% as of 2005
Asian economies have shown substantial
penetration in the last 2 decades and India has
still to move up
67
Oganised Retail Penetration
3
1720
303540
55
75
0
20
40
60
80
Taiwan Malaysia Thailand Brazil Indonesia Poland China India
Countries
Pe
ne
tra
tio
n
The industry recognizes “its all about location” but
needs to address other critical success factors
Demographics help business owners define their target customers. If you knew that most of
your customers lived in a defined area of your community you would know where your business
should be located and where to spend your advertising dollars. If you knew they were 30-40
years of age you wouldn't bother hiring Britney Spears to endorse your business. Of course, if
you knew that your customers where in a low or high-income bracket you would adjust your
products, services, and prices accordingly. It is essential to survey your customers and
prospects.
It is critical to understand your customers' emotional attachment to your product or business.
When your customer sees a candle, it's not the wax or the wick they see it is what the candle
personally represents to them. It's the feeling they get when they picture this formation of wax and
string in their lives. The candle could represent relaxation, romance, fulfillment, comfort etc.
If purchasing decisions are emotional and not logical why do customers buy from you and not
your competitors? Is the relationship a customer has with a store emotional as well? I can tell
you that it is and you know it is. Think about your favorite store and why it is your favourite store.
Why do you choose that store over the rest? Logically it is the location, trust, quality, values,
beliefs, service, brand image, the store projects. Ultimately the logical reasons instil an emotional
feeling about that store. You feel good about doing business in that store.
68
Aims and objectives
69
Aims and objectives
The objectives
The objectives include increasing store traffic by
encouraging new shoppers as well as existing shoppers to
70
visit the store, increasing the Share-of-wallet for all
shoppers.
Objectives set out what the business is trying to achieve.
Objectives can be set at two levels
Corporate level
Functional level
Corporate level
These are objectives that are concern the business or
organization as a whole. For this purpose the corporate
objective includes
We aim for a return on investment of at least 15%
We aim to achieve the BOP of patia Big Bazaar within
2009.
Functional level: that is specific objectives for marketing
activities
For this purpose the marketing objectives includes
We aim to build customer database of atleast 250000
house holds within the next 12 months
We aim for a increase the market share of Patia Big
Bazaar from 20% to 50% for the 2009 and 90-100%
within 2010.
We aim at attracting new customer as well as retaining
the existing customer
We will implement a new strategy. Before
implementing we will go go for a market survey
We aim for increase the customer footfall by
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emphasizing the customer service.
Both corporate and functional objectives need to conform to
the commonly used SMART criteria.
The SMART criteria are signified below:
Specific
Measurable
Achievable
Relevant
Time bound
These are described as follows:-
Specific – The objectives should state exactly what is to
be achieved
Measurable: - An objective should be capable of
measurement so that it is possible to determine whether
or how far it has achieved
Achievable- the objective should be realistic given the
circumstances in which it is set and the recourses
available to the business
Relevant – objectives should be relevant to the people
responsible for achieving them.
Time bound- Objectives should be set with a time frame
in mind. These deadlines also need to be realistic
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Methodology
73
Study Topic –
A survey on “measures take to increase customer foot
fall” of Patia Big Bazaar by understanding the role &
impact and the steps involved in developing a retail
promotional programme.
Setting location-
Western Orissa Bhubaneswar where Pantaloon Retail
India Limited has its hyper market discount store format
under the Big Bazaar name
The population of twin city BBSR and Cuttack is nearly about 1200000 , where the Big Bazaar is located at Patia and the land mark is Maruti Mall. The location is 11kms from Airport, 9 kms from railway station and 7 kms from Bus stand. Wcich caters to the IT, educational and industrial zone. It is very Close to IT HUB of Orissa Which
74
Caters to Infosys, Satyam, Wipro, TCS, Braintree and many others.
9 Engineering Colleges & KIIT deemed university nearby.
It is very much Proximity to twin cities (Bhubaneswar & Cuttack)
It is facing the Nandankanan road of 200' wide on east and 100' wide road to Silicon on south.
The Market complex around 6 k m. to cater day-to-day requirement for 2.5 lakh resident as well.
The focal point is like a semi-circl shape as per market and locationwise area analysis. Only market complex is available within the radius of 6 km
Duration of the study-8 weeks
Sample/respondents units- customers
Sample size/ No of respondents – 200 respondents
Sampling technique- Simple random sampling
Data collection procedure- Systematically collection of information directly from thr customers and from the staff members about the products, service, knowledge, shopping experience, buying behavior, frequency in store visit, preferences and their satisfaction level.
Data collection Instrument/ tool-
Prepared a questionnaire and were asked and extracted information directly from the customers concerning about their behavior, level of knowledge, attitudes, beliefs and perception towards patia Big Bazaar as well as compny goods and services provided. It consists of questionnaire presented
75
to customers to get the answers. Data are collected directly from the primary sources and some the infor mation were collected from the secondary sources like company S-O-P manula and Customer feed back register, and internet.
Analysis-1
How did you come to know about the Patia Big Bazaar
1. Objective: To know how the customer could able to find this new land mark.
Qn-10 How frequently would you like to visit Patia-Big Bazaar?Objectives: To Know the customer’s preferable visiting frequency.
Table-10
Qn-10 Daily Weekly As you wishStudent 6 15 16House Wife - 1 4Service Holders 7 19 22Business Man - 2 8Findings (In %) 13% 37% 50%
87
Extract Figure-10
Rating Scale
100%30%
Average64%
Below Average
6%
100%
Average
Below Average
Qn-11We will always delight you if you get a regular touch with us, do you want to be a part of it? Objectives: To know the customer reaction to visit more and to become ensuring to visit the new customer.
Analysis Table-11
Qn-11 Yes NoStudent 33 4House Wife 4 1Service Holders 42 6Business Man 8 2Findings (In %) 87% 13%
88
Figure-11
Customer Partcipation
Yes87%
No13%
Yes
No
Summery of Finding
1- Out of 100 respondents male and female customers are
73 & 27 respectively. The no of service holders
responses were highest i.e. 48, corresponding to
students & businessman i.e. 37 and 10 respectively.
The housewife category was least numbered i.e. 10.
2- About 46% of the customers viewed to friends, 24%
viewed to Newspaper, 24% Viewed to Banner &
hoardings and 6% viewed to TV Ads as they first
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revealed to the new location.
3- Offers and Atmosphere that plays a major role in Patia
Big Bazaar, where as ambience stands in between.
4- 46% customers restricted friends and never alone;
while go for a shopping, 39% friend’s lover restricted
to isolation; where as 15% behold with oneself.
5- As far as customer awareness is concerned. About 40%
were very much well concerned with the Wednesday
Bazaar, Where as 47% were the silent viewer. Thanks
to 6% and 7% who were little bit knowledge about the
Senior citizenship Day and No margin week
respectively.
6- The response about asking best communication media.
FM crazy customer preferred by 26% as 39%
considered to News Paper Left behind 15% and 20% to
TV and Banners respectively.
7- 43% of the respondents opted for product ranges, as
23% & 34% respondents were in favor of display board
and Customer service respectively.
8- 38% loves enjoy shopping in rush hour; in the mean
time 22% feels the reverse. Where as 17 % feels
exited, 23% are the mind controllers.
9- Rating went to 64% towards average. 30% Rated full
marks, 6% were the dissatisfiers.
10- 47% wants to shop here, 25% to Neighborhood
store, 18%to convenient store, 10% to specialty store
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11- 50% customers like to shop by their convenient
time. 37% are the weekly visitors. 13% never want to
miss even for one day.
12- 87% do always with us, 13% finds it difficult to
break the iceberg always.
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Conclusion
Survey on increasing footfall is a function or part of the
retail marketing and human recourses management.
Customer footfall facilitates the organization to increase the
out flow of products, which are available in the store. It is
another form of building a benchmark in the competitive
market. It offers additional value to the store as well as
pulling new customers. The report on the results of the
study will facilitate the organization to work and act
accordingly by formulating and implementing strategies to
overcome the problems with customers and management.
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Recommendation
Suggestion or advices are to the company is followed
by the data interpretation, which will help them to plan
and act accordingly for their future benefits in
relevance to their business.
1- Some of the things are to be taken into consideration;
after sales service should be increased for all range of
products being emphasizing on customer return policy.
CSD executive should more alert while receiving the
customer complaints.
2- Respective department sales personnel should let the
customer feel special attention is given even during the
dealing hour.
3- Discount and offers are to be made transparent. Don’t
harass the customers. When he/she is asking for very last
night discount.
4- There should be local TV ads as well as don’t miss out the
FM crazy radio channel.
5- Give special discount coupon to Customers purchasing on
or above a certain amount.
6- Cross selling is only possible when sales personnel would
be more interactive and sufficient knowledge about
Product line SKU’s.
7- Section target would be only when achieved if respective
sales personnel would recognize the customer. And
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conversion rate would be higher if Complete is
maintained.
8- Floor managers should be directly interacted with the
sales staff at every time. Store manger should call for a
meeting at every weekend, as discussing of the weekly
target and achievement, and should seek information
about the problem area, which is lagging sales in the
particular section.
9- There should be fun zone for children inside the store
10- Special previlege should be given to the student, as the
future’s most bonafide potential customer.
11- Student’s requirement goods should be kept in
respective section, as because primary area is
surrounded by no’s of schools, colleges, IT centers.
12- Sunday Bazaar should be specially allotted for
Students ,attracting fabulous offers and discounts.
13- One day should be allotted for Housewives celebration
day.
14- Free hour Dhamaka Offer is to be celebrated At 1-4
PM. Leaving Saturday and Sunday.
15- To attract young masses Big Bazaar should maintain a
data
Database of youths to wel come to its Youth Club.
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Chapter-3
Appendix
Bibliography
Reference
95
CIN: ______ “Questionnaire”
“We cater utmost care to your valuable presence”Dear customer, We feel immense pleasure by your valuable presence in our Patia-Big Bazaar store; it adds value to our store. Wherever you go your footfall counts, whereas here our customers create the landmark, which is the best yardstick to reach each and every individual customer to fulfill their ultimate needs.
Put a ( ) in the appropriate Box?Qn-1: How did you come to know about Patia-Big Bazaar?
Friends News paper Banners & Hoarding TV Ads Qn-2: What attracts to visit at Patia-Big Bazaar?
Offers Ambiences AtmosphereQn-3 To whom would you accompany with while visiting this place?
Friends Family AloneQn-4 Patia-Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of ?
96
Senior citizenship Day Wednesday Bazaar No Margin week (m Bazaar) None of theseQn-5 Which is the best communication media that you would suggest to get you?
TV News paper Banners & hoarding FM-Radio ChocolateQn-6 Which attracts you the most, while moving the Patia- Big Bazaar Store?
Display board Product ranges Customer Service Qn-7 How do you react when you see a heavy rush of customers inside the Patia–Big Bazaar?
Feel Excited Enjoy shopping Get annoyed No reaction
Qn-8 What is the rating point of Patia-Big Bazaar as comparison to other?
100% Average Below average Qn-9 Where do you go for shopping for your immediate requirements as well as planned future purchase? Specialty store Patia-Big Bazaar Neighborhood store convenient storeQn-10 How frequently would you like to visit Patia-Big Bazaar?
Daily weekly As you wishQn-11 We will always delight you if you get a regular touch with us, do you want to be a part of it? Yes if No, Give your comments____________________________________________
A very little about yourselfName: ______________________________contact no: ________________ Place: ______________Gender: male femaleOccupation Student House wife service holder any other please specifyAge: Below 25 Below35 Above 50
Bibliography
Green, Paul E., Tull S. Donald and Gerald Albaum. 1999. “Research for
marketing Decision”. 5th edition, New Delhi: Pentice-Hall of India.
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Beri,G.C. 2000. Marketing Research. 3rd edition, New Delhi: Tata McGraw-
Hill.
Nargundkar, Rajendra. 2003. “Marketing Research”. 2nd edition, New Delhi: